Beverages - Alcohol

Beer, champagne, liquor, wine, wine coolers, etc.

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The Amstels from Amsterdam: Open For Anything Are You?

In major cities, Amstel Light was a somewhat popular but unapproachable product declining in market share while the light and imported categories were experiencing strong growth. In order to rejuvenate the product and grow it to a big brand, the decision was made to bring Amstel Bier and Amstel 1870 from Amsterdam. The idea of Amsterdam heritage was compelling to our target audience because the city is seen as the most open-minded city in the world. The strategy of the campaign was to make the Amstel Brand stand for open mindedness which was achieved through the conflict between the open for anything attitude of Amstel and the close mindedness of Garrison Boyd and American's For Disciplined Behavior.


Brand: Amstel
Client: HEINEKEN USA
Agency: Wells Rich Greene BDDP Inc.

Original Sin

With 20% market share and 0% share of voice, Sauza's Tres Generaciones represented an under leveraged, latent brand in the increasingly competitive super premium tequila market. With distribution in place, the marketing task now was to establish a strong consumer proposition that would expand the brand's presence and positioning beyond the spirits aficionado. Accordingly, a program was designed with event stature that was more than just advertising, focusing on both Tres' inherent tequila values and the premium nature of the brand.


Brand: Tres Generaciones Tequila Sauza
Client: Domecq Importers, Inc.
Agency: Weiss, Whitten, Stagliano Inc.

Kirin. The Secret Has Been Bottled Up Long Enough.

This campaign had no less of a goal than to save Kirin Beer from extinction in the U.S., as failure could drive Kirin management to withdraw its product from the United States. To achieve this remarkable objective required keen insight into the import beer drinker's psyche, dramatically new strategic thinking, an explosively impactful creative concept, and a media strategy and tactics that allowed Kirin to level the battlefield against competitors whose marketing budgets dwarfed Kirin's by as much as 20 to 1. Extensive developmental research and quantifiable pre-and post-campaign research helped document a remarkably successful marketing program.


Brand: Kirin
Client: Kirin Brewery of America LLC
Agency: Houston Helm and Company

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